Veeba Twister Tubes

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Design: Nikhil Baveja
Project Type: Student Project
School: MIT Institute of Design
Course: Product Design
Location: Pune, India
Packaging Contents: Sauce
Packaging Substrate / Materials: Plastic
Printing Process: Digital Printing

This project was part of my Packaging Design course, in which, I chose to work on “sauce-tubes” for the brand Veeba. I feel these small packs allow people to test out sauces in smaller quantities rather than having to buy a full jar. However, these tubes are difficult to store individually in the fridge.

Since these small packs also allow for offering Variety Packs, my focus narrowed down to creating an outer casing for a variety pack that would offer an interactive element to engage the customer with the product, not only in the grocery-store aisle but also in their kitchen.

This design includes a polypropylene “tray” that firmly holds together 3 sauce tubes, allowing customers to test out multiple new flavours for a discounted price.

What’s Unique?
The tubes are housed by an outer tube (also polypropylene) which contains a window, which allows users to rotate the blue tray and select whichever sauce of the three they want and then slide it out of a slit at the top.

This element brings an appealing interactivity to the product and makes the activity of picking sauces for a sandwich more fun for children and parents alike.

The tray and outer-tube are re-usable and can be refilled the next time the user buys individual sauce tubes.

The individual sauce tubes feature a similar, but more consistent character; a cheerful bread-slice which enjoys dressing-up and face-painting.